DTH
Consumers ‘quickly’ embrace radio’s digital platforms; Study
MUMBAI: The proliferation of digital broadcast platforms such as Internet radio, satellite radio, HD and podcasting is a testament to the popularity of radio programming in US.
The Infinite Dial: Radio’s Digital Platforms, a new study by Arbitron Inc. and Edison Media Research, explores this expansion of the radio market and its implications for advertisers and media planners.
“Consumers are quickly embracing radio’s digital platforms and this new research reveals that these advertising vehicles are becoming increasingly viable,” said Arbitron Sr VP marketing Bill Rose.
“Our research shows that regardless of the platform consumers see all these options as merely being new forms of ‘radio’” said Edison Media Research president Larry Rosin. “This report provides crucial measurement on the development of radio as it is consumed in new and different ways.”
The findings reported here are based on a 13 January – 12 February, 2006 telephone survey of 1,925 people who were interviewed to investigate Americans’ use of various forms of traditional, online and satellite media.
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Growth of Internet Radio Advertiser highlights: Online radio reaches nearly one in five (19 percent) persons per week aged 18-34 and 15 per cent of persons aged 25-54. Weekly Online radio listeners are 36 percent more likely than the average consumer to live in a household with an annual income of more than $100,000. |
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Satellite Radio In 2006, awareness of XM and Sirius satellite radio has reached equal levels of 61 percent awareness each among those aged 12 and older. Nearly one in five non-subscribers to satellite radio say they are ‘very’ or ‘somewhat’ likely to subscribe to satellite radio in the next 12 months. Advertiser highlights: Twenty-seven per cent of satellite radio subscribers live in households with an annual income of more than $100,000, nearly double the percentage of all households (14 per cent). Podcasting When asked to define podcasting in their own words, there was some confusion among respondents regarding the differences among podcasting, Internet broadcasting and downloadable music. When read a definition, eleven percent of Americans say that they have ever listened to an audio podcast. Advertising highlights: Podcasting attracts a youthful audience: one out of five who have ever listened to an audio podcast are 12-17 years old, and more than half (53 percent) are under the age of 35. HD Radio More than one-third of Americans say they are ‘very’ or ‘somewhat’ interested in HD Radio; more than 40 percent of satellite subscribers say they are interested in HD Radio as well. More than one-third of those who said they were interested in HD Radio say they would be likely to purchase an HD Radio receiver at a $100 price point, and 58 percent of those interested say they would be likely to purchase at $50. AM/FM Radio While there has been tremendous growth in usage of radio’s new digital platforms, AM/FM radio does not appear to be losing Time Spent Listening (TSL). Daily radio TSL is 2 hours 45 minutes for the average consumer, compared with 2 hours 48 minutes among those who listen to digital radio. Seventy-seven per cent of Americans say they expect to listen to AM/FM radio as much as they do now despite increasing advancements in technology. The same holds true for Internet radio listeners (77 per cent) and those who have tried audio podcasting (73 per cent). Satellite radio subscribers showed slightly less dedication to traditional broadcasting, with 64 per cent saying they plan to continue listening to the same amount of AM/FM radio. This study, as well as previous studies, may be downloaded free of charge via the Arbitron and Edison Media Research Web sites at www.arbitron.com and www.edisonresearch.com. |
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
